This is a Social media strategy plan for a Gainesville eatery called Sweetberries Eatery & Frozen Custard

1. Sweetberries Eatery & Frozen
Custard
February 19, 2017 ||By Olivia Ooten

2. Table of Contents
1. Executive Summary
2. Social Media Audit
1. Social Media Assessment
2. Website Traffic Sources Assessment
3. Audience Demographic Assessment
4. Competitor Analysis
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. Executive Summary
 Our major social media priorities for 2016 will be to increase our online following and
community for Twitter, Facebook.
 The primary focus will be to engage with our consumers more, which will drive more
traffic to our website.
 Two major social strategies will support this objective:
 A plan to increase the content and interaction every week.
 A plan to encourage conversations about possible menu items, as well as menu items that
people like the most.

4. Social Media Audit
 This is an audit of Sweetberries Eatery & Frozen Custard’s social media content. This
includes as assessment of the social media networks it is involved in, web traffic and a
competitor analysis.
 Social Media Assessment
Social Network URL Average Weekly Activity Average Engagement
Rate
Last Post
Facebook https://www.facebook.com/SweetB
erriesGainesville/
1 .5 % Feb. 17
Twitter https://twitter.com/SweetBerriesGv 1 2 % Feb. 17
Instagram https://www.instagram.com/sweet
berriesgv/
1 .025% 2014

5. Social Media Assessment Continued
As of present time, the highest number of interactions
is on Twitter. There have been no interactions on
Instagram since 2014, so they could consider deleting
the Instagram if they will not continue updating the
page.

6. Website Traffic Sources Assessment
Timeframe: Monthly Average from January 2016- January 2017
Traffic summary: Twitter has the biggest drive of traffic to the website. No direct data is
available for Instagram because there have not been posts to the page recently.
Source Volume Percentage of Overall
Traffic
Conversion Rate
Twitter 1,000 unique visits 15% 3%
Facebook 500 unique visits 5% 1.5%
Instagram No data No Data No data

7. Audience Demographic Assessment
This is based on a survey that was distributed from January 2016- January 2017.
Audience Demographic Summary: A majority of the survey responses were 18-30, which
makes sense due to the proximity to UF. Twitter and Instagram are the primary networks. The
primary need would be to enjoy a meal and dessert at the eatery. The secondary would be to
come solely for dessert.
Age Distribution Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary Need Secondary Need
70% 18-30 65% Female 50 % Twitter 60 % Facebook Enjoying a relaxing
meal and a dessert
afterward.
Coming to enjoy
dessert at night.
15% 31-40 35% Male 30 % Instagram 15% Twitter
10% 41-55 20% Facebook 25% Instagram
5% 56-80

8. Competitor Analysis
Competitor Name Social Media Profile Strengths Weaknesses
D'Lites Emporium Gainesville FB:
https://www.facebook.com/gat
ordlites/
They have a lot of customer
photos. They had good
customer interactions.
Infrequent posting
Karma Cream https://www.facebook.com/pg/
karmacream/posts/?ref=page_i
nternal
They hashtag #organic and
#vegan a lot in posts, which
draws in a good crowd.
#Vegan
Sweet Dreams https://www.facebook.com/pg/
Sweet-Dreams-of-Gainesville-
FL-
27190023663/posts/?ref=page
internal
They have good customer
interaction.
They post sparatically.
Competitor Analysis Summary: The above analysis focused on main competitors of Sweetberries. It
concluded that infrequent posting and sporadic posting is a downfall of the competitors. However, many
customer pictures were used, and the pages had good interaction and hashtags.

9. Social Media Objectives
In 2016, the primary focus of our social media strategy will be to drive traffic to our website by engaging
with out consumers.
Some specific objectives will be to:
 Increase visitors by 30% in the first six months
 Increased brand awareness by using hashtags on Twitter and Facebook
 Increase volume of image and video content posted
 Post videos of events as well as how ice cream is made
 Post at least one image per week
 Increase Instagram follows by 1,000 in six months
 Posting to Instagram twice per week
 Utilizing hashtags on all social media platforms

10. Online Branding Persona and Voice
 Adjectives that describe our brand:
 Fresh
 Tasty
 Fun
 When interacting with customers, we are:
 Friendly
 Helpful
 Happy
Photo to the left:
Pastries that
were recently
prepared
supports the
fresh, tasty
description.
Photo to the left: A feature
stating that a local
farmer’s fresh cabbage
will be featured in
Sweetberries Reuben
sandwich. This displays
the freshness of the
eatery.

11. Strategies and Tools
 Paid: Every Monday boost the post that shows the menu for the week
 Owned: Introduce the #homemade to company Instagram posts about the
custard
 Introduce the #Gainesvillefresh #local to company posts about the regular café items
 Promote the hashtags across media platforms
 Earned: Monitor Twitter for keywords such as local, custard, homemade,
Gainesville ice cream, etc.
 Extend 20 discount codes to warm leads over the course of three months.
 Approved tools: Hootsuite
 Existing subscriptions: Photoshop, Premier Pro, Vimeo

12. Timing and Key Dates
 Associated Holiday Dates
 August 8th - National Frozen Custard Day
 January 15th – National Strawberry Ice Cream Day
 Holiday Dates
 Valentine’s Day
 Labor Day (Long Weekend)
 Internal Events
 February 3rd - Sweetberries Anniversary
 February 24th - DJ Ken Folk on the Sweetberries Patio

13. Social Media Roles and Responsibilities
Marketing Director – Abbie Lane
Social Media Manager – Alex Turner
Social Media Coordinator – John Griffin
Supporting Social Media Team Members
Customer Support – Jenny Randall
Crisis Support – Chelsea Benson

14. Social Media Policy
 Social media is crucial for our success as a business, and it is imperative that
are employees demonstrate good practices when they represent our business
on social media. Here are a few guidelines to follow for good social media
etiquette.
 Be respectful in all interactions
 Do not be facetious or start fights via social media
 Ask before you respond if you do not know if your response is appropriate
 Be kind and helpful when answering to customers
 Always be polite and happy
We take out social media very seriously at Sweetberries. Violation of the terms of etiquette will result in a verbal
warning, a written warning then termination.

15. Critical Response Plan Part One
Inappropriate message sent from a Sweetberries account
 Take a screenshot of the message
 Delete inappropriate content
 Alert Alex (Social Media Manager) If Alex is unavailable, Alert Abbie (marketing
director)
 Alex will speak with Kim about the impact, as well as to discuss further action
There will be no pre-approved messaging in this scenario because the scenarios
should be handled differently depending on the nature of their content

16. Critical Response Plan Part Two
 Customer complaint about food
Screen shot message
Send to Alex (social media manager)
Pre-approved messaging – In the event that a customer is
unhappy with their food or service, acceptable responses are:
Sweetberries aims to make all of our customers happy,
and we’d like to hear from you if you aren’t happy about
the food or service. Please DM us, so we can discuss how
to make the problem right.

17. Measurement and Reporting Results
Quantitative KPIs
 Reporting period: 3 months
Website Traffic Sources Assessment
SOURCE VOLUME PERCENTAGE OF
OVERALL TRAFFIC
CONVERSION RATE
Twitter 1,100 unique visits +
20% growth
15% 2.2%
Facebook 700 unique visits + 30 %
growth
20% 3.1%
Instagram 500 unique visits + 50%
growth
10% 5%

18. Measurement and Reporting Results
Social Network Data
Social Network URL Follower Count Average Weekly
Rate
Engagement
Facebook https://www.faceb
ook.com/SweetBe
rriesGainesville/
985 9% growth 4 posts per week
+25% growth
6%
Twitter https://twitter.com/Sw
eetBerriesGv
115 8% growth 8 per week
+20% growth
8%
Instagram https://www.instagram.
com/sweetberriesgv/
200 12% growth 2 per week
+100% growth
Average
interactions per
post: 15

19. Proposed Action Items
Continue using the #Gainesvillefresh on social
media
Start a campaign to see who can post the
prettiest pictures of their food
The winner gets a Sweetberries gift card